Original User: rlwatson
This is an extract from "I forgot my password":
If your login is detected as an organizational account that you or your administrator created when you joined the organization, you can create a new password on the page and begin using it immediately. (You can also reset your password from your profile page.)
If your account is detected as a public account or an organizational account that you originally created as an Esri Global Account, you are redirected to the Esri Global Account page, where you can reset your password.
Based on the above, my assumption is that this has to do with the nature of your account, i.e. it is "a public account or an an organizational account that you originally created as an Esri Global Account". Sorry if that isn't very helpful.